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National Center for Chronic Disease Prevention and Health Promotion
Arthritis
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National Center for Chronic Disease Prevention and Health Promotion Arthritis Home | About Us | Contact Us |
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1. What is “Physical Activity. The Arthritis Pain Reliever”?
A: “Physical Activity. The Arthritis Pain Reliever” is a health
communications campaign designed to promote physical activity among
Caucasian and African American people who are 45 to 64 years old and have
arthritis. Campaign materials include radio spots, brochures, print ads, and
posters.
2. What is the target audience for “Physical Activity. The Arthritis Pain
Reliever”?
A: The campaign’s target audience is people with arthritis who are 45
to 64 years old. The campaign was designed to appeal to Caucasians and
African Americans with a high school education or less and an income less
than $35,000/year.
3. What products are available under the “Physical Activity. The
Arthritis Pain Reliever” campaign?
A: Campaign elements include radio spots for paid or public service announcements,
radio announcer scripts, brochures and countertop brochure holders, printed
public service announcements, and posters. A “how to” guide is also
available.
4. What are the minimum materials suggested for implementing the
campaign?
A: Organizations should partner with a state health department to implement
the campaign and at least use radio spots and brochures, and brochure
holders. Pilot test results suggested that print advertisements were also
effective in reaching the target population for this campaign.
5. Are there any TV spots for the “Physical Activity. The Arthritis Pain
Reliever” campaign?
A: At this time, campaign materials have not been designed or tested for
TV. We recommend focusing efforts on placement of brochures, print ads, and
radio spots.
6. Are states authorized to use the campaign graphics to create new
products?
A: No. The only modification allowed the addition of the health
department or program logo and replacement of the national 1-800 telephone
number with a local response number.
7. Can the materials be localized?
A: You can add the local program logo and the local toll-free telephone
number for arthritis information. A Web site address for a site that offers
opportunities for physical activity can also be added.
8. Can corporate logos be added to the campaign materials?
A: Health departments, arthritis programs, or arthritis partnership
name(s) and logo(s) can be added to the materials. It is possible to add
corporate logos, but because the CDC logo is embedded in the materials, the
process of seeking approval for this change is complicated and
time-consuming.
The CDC Office of Technology Transfer needs to approve placement of any corporate logo with the CDC logo. A written request for approval must be submitted. The request should specify a clear plan that identifies the intervention and rationale for addition of the logo and the purpose of the corporate sponsor. These requests generally require several rounds of questions from the Technology Transfer Office. In general, CDC may approve requests related to activities of the corporate sponsor as “good corporate citizenship,” but is reluctant to approve request with aim of a clear gain for the corporate partner.
9. Can the materials be printed on noncommercial desktop printers?
A: The brochures and materials can be printed on a laser jet printer,
but the quality will be reduced. The general versions of the materials are
already in a PDF file that can be printed by anyone with Adobe Acrobat, but
the materials may need to be taken to a commercial printer to remove crop
marks which are used to trim illustrations and line up the print run. The
PDF files are not localizable. Before investing time and money in this
option, it is recommended that the print quality of the desktop printer be
carefully inspected. Another option is to find a local printer willing to
donate printing or reduce the costs.
10. Can phrases from the campaign (i.e., “take a walk,” “take a ride,” and
“take a swim”) be used to promote hospital-based People with Arthritis Can
Exercise (PACE) or Arthritis Self Help Course (ASHC) training?
A: Use of the campaign phrases is not restricted because they are not
trademarked but there is no evidence that the phrases alone are effective in
reaching the target population or promoting physical activity.
11. How often should the ad materials be featured?
A: The more ads run, materials disseminated, and/or radio spots secured
the more effective the campaign will be in reaching the target audience. It
is best to saturate areas with many placements in a time-limited period
(i.e., 4 to 6 weeks) than it is to spread a limited number of ads over long
periods of time. If your budget permits, you can run the campaign for 4
weeks, stop for 8 to 12 weeks, and rerun the ads for another 4 weeks.
12. What are the expectations about rigorous evaluation of the health
communication campaign? If current evaluations of the effects show that the
campaign works, does evaluation continue in future years?
A: The CDC Arthritis Program Implementation
Logic Model
(PDF-46K) outlines five
questions to guide evaluation of the campaign: 1. Were the campaign
materials distributed? (To communication channels such as radio stations,
community centers, and/or newspapers, etc.) 2. Were the materials used? (Did
the radio stations air the spots? Did the newspaper print the PSAs? Were the
posters, flyers, and/or counter-top brochure holders used in their community
locations?) 3. Did the materials reach the target audience? (What was the
listener-ship in the target audience at the time the spots aired? What is
the profile of the readership? How many brochures were picked up from
community locations or sent to members of the target audience?) 4. Were the
materials read and/or understood by the target audience? 5. Did the campaign
produce changes in knowledge, attitudes or beliefs, or behavior?
States should concentrate evaluation efforts on assessing campaign implementation (questions 1 through 3) rather than campaign impact (questions 4 and 5). Although it is not required, you can do a community survey to assess the outcomes of your efforts.
A community survey was used at the pilot sites to help in evaluating the implementation and the effects of the campaign. CDC is funding a more rigorous, controlled trial to gather more data on the effectiveness of the campaign, but the agency is not expecting states to assess impact. Some states have planned to do special projects, such as comparing the results of the health communications campaign with other interventions. Such projects may require a community survey.
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Page last reviewed: June 8, 2008
Page last modified: November 14, 2006
Content Source: Division of
Adult and Community Health,
National Center for Chronic Disease Prevention and Health Promotion
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